Tech industry groups urge MeitY to refine AI content rules to boost innovation, for global alignment

The technology industry has called on the Ministry of Electronics and Information Technology (MeitY) to adopt a flexible and globally harmonised approach to the proposed amendments to the Information Technology Intermediary Rules and Digital Media Ethics Code to label artificial intelligence-generated content in the public domain.

The draft rules proposed by MeitY require platforms and users to label AI-generated visuals with a visible marker covering at least 10% of the display area, or, for audio, add a disclaimer for the first 10% of the content duration.